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Hala El-Abasiry, a bright young woman from Cairo, ascends to the top of the branding world, mastering the art of crafting not just products but entire lifestyles. Her journey, beginning in the charming neighborhood of Maadi, takes her through prestigious education and into a career where she wields the power of brands to create artificial social hierarchies and manipulate consumer behavior. Hala's success, however, comes with a heavy moral price tag, leading to conflicts with her grandfather, who witnesses the corrosive impact of her work on society and its erosion of cultural identity. This story is a captivating exploration of the intricate relationship between brands, consumerism, and societal values, promising an insightful look at the complex dynamics of a world obsessed with appearances and belonging. Comparable works include The Devil Wears Prada